Roger Dubuis Launches NYC Concept Boutique Called SoHo Residence
Written by SOURCE on March 5, 2022
Roger Dubuis has set up shop in the Big Apple.
On Thursday, the Swiss watch manufacturer opened the doors to SoHo Residence, its new lifestyle boutique that aims to bring its “values of pleasure, freedom, and madness” to NYC. The space, located on Wooster Street, features a fiery red façade and matching interior that combines forward-thinking design with traditional craftsmanship.
In addition to showcasing the brand’s timepieces, SoHo Residence also displays cutting-edge vehicles—the most notable of which is a white 2022 Lamborghini Huracan STO. The exhibit was a collaborative effort with TheArsenale, a platform dedicated to the future of mobility.
“In watchmaking, sometimes you don’t get these new ideas and innovations if you stay within the watch world confines,” Roger Dubuis CEO Nicola Andreatta told the DuPont Registry. “Some of what we are able to do we wouldn’t have had before this relationship. We are trying to open our perspectives and think from different industries and not remain too linked to the watchmaking world where they have been doing the same thing for so long. It’s time to refresh and use the advances in the technology, the processes, the materials to take advantage of the benefits they bring to the watches and customers.”
In celebration of the boutique’s launch, Roger Dubuis has unveiled its Excalibur Monobalancier Soho watch that’s exclusively available at the shop. Limited to just eight units, the 42 mm timepiece features the skeleton automatic monobalancier made from Mineral Composite Fibre. It is presented with a white rubber strap emblazoned with the maison’s motto, “No Rules Our Game,”
You can check out the SoHo Residence space in the images above and below. The boutique, located at 134 Wooster St., From 11 a.m.-7 p.m. Tuesday-Saturday, and from noon-5 p.m. on Sunday.
